Handmade jewellery webshop
A small family workshop specialising in rings, necklaces, bracelets and earrings. Rings are made to order — buyers measure their finger at order time — and every piece can be personalised since production starts when the order arrives.
Situation at the start
A typical small-workshop problem: the quality and the story behind each piece were excellent, but invisible online. The existing webshop was a generic template with cold technical product descriptions, organic traffic was almost non-existent, and most sales — about 4 orders per month — came from Instagram referrals and craft fairs. The goal: reduce dependence on fairs and social media and turn the webshop into a stable sales channel.
What we did during the project
SEO audit
Detailed audit produced a prioritised list of problems with clear fixes, plus a proposal for a completely new structure and a story-driven content strategy.
Story-driven redesign
Executed every change from the audit — technical fixes and a story-driven redesign where the workshop's narrative shows up on every page.
New structure
Categories where the story comes before the product ("Inspired by the Adriatic", "Autumn collection") with existing products mapped into the new tree and redirects from old URLs.
Schema markup with reviews
Product and AggregateRating schema. Google Business Profile reviews synced to product pages, so Google results showed stars and review counts — a big CTR lift.
Content for 86 products
Detailed copy for 86 products (200–400 words each, material origin, production process, design story) plus category copy and a series of guides around "jewellery gift", "custom jewellery", "handmade jewellery" — high-intent long-tail queries.
Authority building
Monthly newsletter with new collections, a professional photoshoot (124 photos), and a short video about the production process so the workshop's story could travel online.
Link building
Articles for lifestyle and handmade portals lifted the site's authority and visibility, including inside AI search tools.
Market expansion
A German-language version of the webshop, optimised for the German market, started generating additional orders.
Concrete activities
Numbers that speak for themselves
Why this project worked
We started with a detailed SEO audit that identified the technical problems and proposed a completely new, story-driven structure. Then came systematic implementation: a new category structure built around stories instead of a generic template, detailed copy for 86 products where the buyer effectively buys the story (not the metal), schema markups across the site, a newsletter base, a German-language version, and continuous authority building through link building and niche portal placements.
The lesson: in a craft niche, your story is the moat. The big players cannot copy a one-of-a-kind workshop. Our job was simply to make sure Google could see and rank that story.
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